The Real Deal On Advertising II


Hello everyone! This is Clonez, admin of skydays147 .wordpress .com. I decided to post another one in my series of Real Deal On Advertising. Club Penguin posts are to come back in the New Year.

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I believe I am a pretty creative person, there is no arguing with that. Ever since I was little, I have always loved to draw, paint, build, cook, act, and sing. I was in the Art Club for every year of middle school, I participated in a ceramics class when I was about eight years old, and who could forget my lead role for the play I was in at overnight camp. My mom would tell me to keep going at my dream of being more creative. My drama teacher in high school would see me in the hallway and always encourage me to join the next play that the school was performing. And my art teacher could not stop praising me enough to continue art in the future. You might be confused what I am getting at and why this has to do with advertising.

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Well, I decided last night I would plot the three rules to follow while looking at an advertisement so that you would not fall right into their grasp and buy their product. Those rules turned into only two guidelines, and eventually those two guidelines merged into one massive rule: don’t let your mind run wild. That is a very tricky rule to follow when you are one of the most creative people in the world. Everyone telling you that you should try and be more creative in order to do well in life. Well, that rule does the opposite effect when it is applied to advertising. By letting your mind run wild, you think of the endless possibilities of things to do with some product you see on a billboard, or in a commercial. This is more common among younger children. Young children are not able to distinguish between commercials and TV programs. They do not recognize that commercials are trying to sell something. (1)

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On a regular Sunday morning, my Dad, my sister and I had this daily routine that we would go around to the stores in our hometown and look around. My father would stop at the local Dunkin Donuts for a coffee, we would then go to the Walgreen’s, the Target, or the Michael’s Craft store. When we usually go to Michael’s, it is because my sister needs some project to work on at home. I usually wander around the store and look at the different craft ideas. There is one thing that bothers me though when I walk down the aisle of the different types of clay. There is this modeling clay bag on a hook on the wall. On the package, there are always these great ideas on what to make with the clay, but they are always impractical when you actually sit down to try and make them. When looking at the picture on the bag of clay, the creativity in my mind runs wild. I really think I am able to build something like that turtle, or that fancy car, or that teddy bear. I would then beg and plead to my father to get the clay so that I could make that masterpiece. By the time I got home, I would rush straight for the bag and try and create that impossible figure that only a professional could make; only to end up in tears: not all of the colors were included in the kit, there was too much of one color and too little of another. There’s a flaw with people: they always want something to come out their own way. They want everything to be perfect. Even if I had tried to make something my own way, I would have still ended up in tears because, compared to the photograph on the bag, it is supposed to come out perfect like that. The same thing applies to you builders out there. There was this one commercial I kept seeing on television with these kids playing with these magnetized rods and silver balls. It was called Magnetix. The product showed a group of children building a giant skyscraper, and a scale model of a bridge with these magnetic rods and balls. Watching television, I actually thought I could make something like that. The thing is, the box of magnets didn’t include enough pieces to build that skyscraper. In fact, you probably needed to buy at least 30 others sets of the same thing in order to make it: a waste of time.

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The best example that I can think of for a product that is a total waste of time is a pet rock. Pet Rocks were a popular fad in the 1970’s, and finally people had the common sense to not play with a rock. Who would want to pay for a rock, and what kind of person would pay money for one when they can be found outside?  It’s like a  doll  mixed with  nature.to form a complete disaster. Being creative when looking at an advertisement makes something seem like it is the greatest product in the world; it is making it sound like you absolutely need it. You develop an idea in your head and you try to make it happen through this product. Yet, it completely fails.

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There are some pretty convincing advertisers out there. One of the ones that me and my family fall for a lot is Billy Mays. He is the man who has a large beard, and usually advertises products for home-use. His tactic for advertising is very unique: he yells at the consumers so that they buy a product. I swear, Billy Mays will go to any limit to try and sell a product. It may be one of the craziest products, yet he still advertises it. There are a lot of products out there that can be completely useless, and it is your job as a consumer to find out which of the products aren’t what they seem to be. I remember this one product, which I actually bought; which turned out to be one of the biggest pieces of junk that advertising has to offer. I was watching television when I was little, and I saw this advertisement for some slime that looked like a lot of fun. Without any thought, my mom decided to get it for me. There were so many things wrong with it. The biggest problem was that it stuck to our rug in our old house and we had to replace it. Also, after a few days the slime wasn’t sticky anymore. In fact, there was lint and dust stuck to it, which was impossible to get out. I ended up throwing that slime out in the garbage. Even later in life I still get problems with products that ruin other things in my house. My parents had to throw out their computer and replace it because the computer game I had bought at the store had a huge virus in it and it totally destroyed everything. The sad part of it is, that game turned out to be my favorite computer game of all time. Of course, I wouldn’t want to mention that game on here. My parents banned the game from the house; we aren’t allowed to talk about it. Anyway, there was this book that I have heard of about crazy inventions that ended up being completely useless. It was created by some Japanese group of people.  One of my friends had recommended it for me a long time ago, and I never got to it. These are inventions that, at first, you think are going to be very useful in every day life, yet they turn out to be completely useless when you really think about it. There is one that I see every time I look at the book. It is a t-shirt that you wear, and it has a grid on the back of it. The point of it is that you have to try and tell someone a pair of coordinates on your back and that is the area that they should scratch if you have a hard-to-reach itch. Seriously, what person would want to scratch your back? This is a perfect example of some useless invention.

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I had a couple of ideas for a step two to talk about, yet this mainly goes along with not letting your mind go wild. When you look at that slide at the end of a commercial, there are tiny bits of information that are found, along with some gigantic printed text. When you look at that screen, your mind only focuses on the larger text. The larger text usually consists of a phone number, a price for the product (not the actual price), and of course the name of the product. The reason the advertiser makes certain text bigger is because he or she wants you to think that that is important and the rest is just a jumbled up mess. Yet they have to put the small text in for legal reasons. They really don’t want you to read that. And neither do you: you want to think that that item you see in front of you is a good deal. By doing that, you are letting your mind run wild. So you show your parents just the larger text. “Mommy, mommy, look at that it is only 30 dollars for that fishing pole!” you say. Then mommy gives you a look and decides to buy it, just because she loves you, but she knows in her head that that item actually costs over 100 dollars.  I am just going to focus on that price that they give. There are so many smaller words that will throw the price off: two/three/four payments of, shipping, handling, processing and of course tax. It can be quite tricky to calculate that actual price in your head. They don’t show you have to add tax to that on that information slide. Why would they? So mommy notices that she needs to pay three payments of 30 dollars, and then another 8 dollars for shipping and handling. Then possibly another 2 dollars for tax. Wow, isn’t that fun? By not telling you about it when you are little, it is just one more lesson that needs to be taught in consumer education.

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I like being creative. It really is a skill that you don’t want to lose. I hope you thought I wasn’t saying it was bad. What I really wanted you to get out of this is that you can apply creativity to almost anything, but please don’t apply it to a consumer watching an advertisement.

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(1) “Children And Advertising.” Mediawise. 7/08/02. National Institute on Media and the Family. 30 Dec 2008 <http://www.mediafamily.org/facts/facts_childadv.shtml&gt;.

Edited By Dublanous1

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3 responses to this post.

  1. Nice writing style. Looking forward to reading more from you.

    Chris Moran

  2. How is that flippin’ possible? This post is better than your last! Oh em gee, Connor, now why the heck do you think that? Welllllll, because this one had a little more you in it. The last one had lots of facts and statistics in it, while this one is the softer, more opinionated version. But those are just the vibes that I’m picking up.

    Anyways, as you know because we were talking on Windows Live the whole time, I thought this post was humorous. Whoever put the subtitles “the funniest kid you will ever meet” (or something close to that) on that crazy picture of you wasn’t lying. You are funny. ;D But that doesn’t have much to do with the post. Oh well.

    Mkay, so basically I love this post. I love your writing style. I just wish there was more of it. Like chocolate. ;_;

    I hopee you write more soon.
    Connor

  3. i think that u could have a great job in advertisin even if u hate it. cuz u r creative, and u got this awsome understandin of advertisin. it was an awsome post.
    hugs,
    cord

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